Just a few days to the celebration of International Women’s Day which is this Thursday 8th March, the world is gearing up to mark the day is a special way and Uganda as usual will not be left out.

The day seeks to celebrate women’s achievements, as well as act as a catalyst for change when it comes to gender equality. This year’s International Women’s Day will be marked under the theme #PressforProgress

Therefore ahead of women’s day celebrations here, Uganda Breweries Limited (UBL) under their Responsible Drinking Red Card initiative has rolled out a responsible drinking campaign spearheaded by women and aimed at reducing drunk-driving traffic fatalities and general alcohol abuse in society by people who do not choose to enjoy alcohol responsibly.

Journalists attending the press conference where the campaign was launched this morning

The campaign, Dubbed which is dubbed “Girls against Drunk Driving.” seeks to leverage the proverbial “soft power” or “feminine strength” that women wield over men to encourage them to adopt responsible behavior when consuming alcohol so as not to over drink or when they have had one too many, to choose an alternate means of transport, say a cab instead of getting behind the wheel and risking death.

Speaking during the launch of the campaign at The Lawns, Kololo, Uganda Breweries Corporate Relations and Legal Director Charity Kiyemba emphasized the power and potential a woman possesses in influencing affairs in society including in leadership roles.

She used the story of Queen Cleopatra who was the last active ruler of the Ptolemaic Kingdom of Egypt but mostly remembered for her beauty rather than her leadership skills.

“Behind every safe man is a woman who cares enough to ensure he does not drink and drive. This women’s day and every day after that, don’t let your man drink and drive”. She said

Uganda Breweries Corporate Relations and Legal Director Charity Kiyemba introducing the campaign to the media and other stakeholders

“We have decided to use women to lead this campaign as they are mostly affected by drunk driving incidences. This month as we celebrate women, we are asking them to come out and strongly have their voices heard on the issue of Drunk Driving. As victims, we women need to make it our responsibility to ensure that our husbands, spouses, boyfriends, friends, brothers, sons etc, do not fall victim to drunk-Driving.”

At the launch this morning three female ambassadors who are also prominent media personalities were unveiled; Crystal Newman, Siima Sabiti and Flavia Tumusiime (who was not at the presser) to champion this campaign.

“We have had an opportunity to engage with each of our ambassadors personally and are confident we picked the right ones. Flavia doubles as a Designated Driver for her friends on many occasions, and both Siima and Crystal have personal Drunk driving incidents that they will be sharing down the line, that we believe will resonate with many people out there.” Charity said of the decision to work with these ambassadors.

Siima Sabii and Crystal Newman will work alongside Flavia Tumusiime as the campaign Ambassadors

Crystal Newman said “I am truly proud to be part of this campaign #GirlsAgainstDrunkDriving We need to make conscious and responsible decisions as women behind the wheel, but also looking at how we can influence the decisions of our loved ones”.

“My brother was a bad alcoholic that put lives of many at risk. Eventually he was admitted to rehabilitation so as to curb the problems he was facing,” Priscilla Mwadha HR Manager UBL added.

Crystal stresses a point against drunk driving as Siima looks on during the discussions at the presser

Charity, the Ambassadors and UBL officials pose at the launch

Uganda Breweries Limited has for the last 5 years been running the Red Card campaign to inform, sensitize and engage consumers about the dangers of alcohol misuse which according to research has achieved tremendous success in changing people’s attitudes and raised awareness on Responsible Drinking.

The day brings together global governments, women’s organisations, businesses and charities together under the banner of International Women’s Day and is usually marked with talks, performances, rallies, networking events and marches. Uganda Breweries therefore with this campaign calls upon the millions of wives, girlfriends, mothers, grandmothers, fiancés, work-mates out there to join us and fight against drunk driving and other dangers of alcohol abuse.